The most important part of your marketing plan = YOU
You may have heard marketing people talk about “key influencers”. If you haven’t, to summarise these are the people who brands and agencies look to online to help generate conversation around their new campaign or product. They are usually a celebrity, journalist or a popular blogger. These people can be helpful but the greatest single person or group of people you sit front and centre and who have the greatest influence is yourself and your team.
Your Story
Think about how you can use blogging and social networks to talk about your game. Allow those around you and who have an interest in gaming to feel like they are participating in your story. Whether you talk about the details of your game or you talk about your experiences along the way, this is the key to creating your initial community.
Take a look at Notch or the folks at Bungie for inspiration. They use blogging, podcasts, forums and social networks to directly interact with people and make them feel like part of the team. This community will be valuable when it comes to future titles or solving issues that you may come across as they will talk about your games and defend you.
Respect the core
Whether they are 5 dedicated individuals or 500 passionate fanboys and girls, this core of people will become a great asset. Remember to treat these people with respect. Another great example of this is the way the team behind Star Command have used online tools to even create a community willing to pay for the development of the game.
The Wider World
The next part of finding your value is when it comes to speaking to the wider world of the blogging community and the press. You and your story, your personality are great assets when it comes to interviews and pitching. Being open and getting yourself interviews with blogs and websites will help generate conversation around you and your game. It will also open you up to future interviews and being asked for quotes on subjects when a blogger or journalist is looking to expand on a topic.
Both of these things are far greater than any press release but will also ensure that when it does come to sending out press releases you will most likely find it easier to get coverage.
Events
Thirdly and finally get yourself and your wider team to some events. Make sure to pick the right ones and turn up in t-shirts and network. Talk to people. Get them interested in you and the game you are making. Share your thoughts on relevant topics and make sure to take some numbers, emails and twitter names. If you can, get yourself on the stage and present your ideas on current state of the industry or specific topics. If you can speak about your latest project and how it fits with your thinking even better.
Think about these things and how you can use them. You and your team really are the best asset at your disposal.